The effects of destination marketing on the cruise industry in the peripheral region of Orkney
(2014) The effects of destination marketing on the cruise industry in the peripheral region of Orkney, no. 65.
Marketing is critical to any industry and the central purpose of marketing is to understand customer needs and wants and to create satisfaction. This is also true for destinations. Destinations however, can be much more complex than a single product or organisation and more difficult to manage. As destinations must be promoted on a holistic level. Demand for destination marketing is increasing due to rising customer expectations and growing competition. As a result of this destinations must use strong marketing techniques in order to be successful. Purpose - This dissertation aims to explore 'The effects of destination marketing on the cruise industry in the peripheral region of Orkney'. This study explores destination marketing focusing particularly on peripheral regions. There is absence of literature on this subject area which has provided room for further research and academic input. The study also looks at the cruise industry and the main marketing incentives that attract the cruise industry to a destination. This research was conducted from the perspective stakeholders in Orkney who work towards destination marketing and attracting the cruise industry. Methodology - The research adopted a qualitative approach with the use of in-depth interviews. A total of eight interviews were undertaken with stakeholders in Orkney who work towards promoting the region as a destination. The participants all came from different faculties in Orkney and all worked towards the promotion of Orkney and destination marketing. Eight interviews were an appropriate sample size due to the small population of Orkney. Findings - The results proved that the popularity of Orkney as a cruise destination is down to the strong destination marketing platforms and strategies used. Destination marketing is very important in Orkney and has had a huge impact when attracting cruise liners to the region. The findings revealed that the success of Orkney as a cruise destination and the success of destination marketing strategies is down to the teamwork of the stakeholders. Orkneys stakeholders work together to create a quality destination with an excellent on shore experience. Current literature states that destination marketing in peripheral areas is extremely challenging. However, Orkney has worked as a team and overcame these challenges. The region has created a marketing platform that is 'envied throughout Scotland'. Implications - The research has provided both practical and theoretical implications as well as recommendations for future research in peripheral destination marketing. The results could be used for other peripheral or cruise destinations to help improve current marketing platforms and strategies. This study can aid future researchers, academics and destination marketing organisations (DMOs). As it assists to improve knowledge of peripheral destination marketing and demonstrate that success can be achieved through teamwork and dedication.